Gucci is changing things up in fashion-campaign land by using independent artists for a new social media campaign.
The brand is working with Thai illustrator Phannapast Taychamaythakool and writer Aracha Cholitgu on a series of installations at its New York and Beverly Hills stores to promote its jewelry collection. The “mini-theater” displays will feature imagery from a book of fairytales illustrated by Taychamaythakool and written by Cholitgu, who were both commissioned by Gucci creative director Alessandro Michele.
The luxury retailer officially launched the campaign Friday with a tweet and two Instagram posts. One Instagram features a static image; the other, a video produced by Gucci artistic director Christopher Simmonds featuring androgynous models donning the pieces that span across fine jewelry, silver jewelry, fashion jewelry and watches.
— gucci (@gucci) July 7, 2017
Shot by @colin_dodgson, presenting the new #GucciJewelry and #GucciTimepieces campaign featuring new designs by #AlessandroMichele. Art direction: @christophersimmonds Music: “Sketch For Summer” by Vini Reilly performed by The Durutti Column See more through link in bio.
A post shared by Gucci (@gucci) on
Gucci has worked with Taychamaythakool in the past on its digital artwork project that commissioned artists and graphic designers to develop unique art using the Gucci logo, according to WWD. She was discovered by Michele on Instagram, much like several other recent artists he’s brought in to breathe life into the brand. Others include illustrator Alexandra Hicks, who collaborated with Gucci on a line of T-shirts and visual wall displays in May, and “meme artists” Rozaline Burkova and John Yuyi who were among several individuals that developed tongue-in-cheek memes for the launch of Gucci’s watch collection in March.
“What Alessandro has done especially well — and it’s something that’s very important in the modern fashion context — is that’s he’s built a distinctive universe,” Jian DeLeon, editorial director at Highsnobiety, told Glossy in April. “It’s not about defining a certain aesthetic, but telling a story through retail and campaigns. He’s created this nice romantic vision for the brand to inhabit.”
While some fashion insiders have criticized Michele’s avant-garde style, it has largely been well-received by critics and is translating to sales. In the first quarter of 2017, Gucci experienced a revenue increase of 48.3 percent ($1.44 billion), its highest increase in 20 years. If the meme campaign is any indication, collaborating with Taychamaythakool could help add to this growth. The campaign’s 30 memes reached 120 million people, amassed 2 million likes and 21,000 comments, according to a report by Dash Hudson.